Law Firm Pay Per Click – Beat Your Competition With Professional Help

Law firms like many other businesses often make a very expensive mistake when it comes to marketing law with PPC. Firms are competing in a very competitive market place where one client can be worth thousands or hundreds of thousands of dollars. With that kind of money at stake, there is a lot to gain or lose. Is there anything the can give your firm the edge?

The simple answer is to be better than your competition. Of course gaining those skills can take a PPC marketer years and a lot of money to be able to compete. Most legal firms decide to do there PPC internally. Often times someone suggested they need to start marketing online and mentioned google and everyone came to the consensus of adsense. The trouble is it doesn’t work out to be so easy, and you are wasting your firms marketing budget. This might be a solution.

Would you ever even consider telling a client to represent themselves in a court of law? Of course not. Forget about the fact the your law firm would not get paid and focus simply on the fact that they do not know what they are doing. When they go up against an experienced prosecutor, they do not stand a chance. Even a Neurosurgeon, as smart as they are, does not have the necessary skills or experience to compete in the at realm.

By now I am sure you have figured out the important point that I am getting at. You need to have someone on your team that specializes in Pay Per Click advertising running you campaign. The reason is that it works. Specialist devote years perfecting strategies to get the maximum return and effectiveness out of a Pay Per Click campaign. While you were in law school, they were in PPC school, or the school of hard knocks learn by trial. The industry standard for a service such as PPC management is about 15% of your total ad budget, and a set hourly fee to create, manage, and tweak the campaign. It is not always structured like this, but this gives you a pretty good idea of what to expect when looking for Law PPC help.

Why is that worth 15%? A good firm or specialist will know what keywords to target, and which ones waste your money. They now all the tricks to get you more relevancy so your ads cost less, and they know how to right ads that attract the right people, and get the wrong people to ignore them.

This means several things. First, you will improve the mother of all PPC metrics, cost per conversion. The means that your ratio of clicks to conversions will most likely improve, or your cost per click will lower meaning you will have a lower cost per conversion. Usually it is both. This is very good thing. Imagine you have a budget of $10000 per month, and you are currently getting 3000 clicks to your page. That means your are paying $3.33 per click. From that you are getting 100 leads. that is $100 per lead, or 3.3% conversion. If you could make that 6.6% you will have double the leads and your cost per lead is now $50.

That would mean that you could charge more per click, because you are converting at a higher rate. Here are several important factors that effect PPC campaigns and how effective they are. You can ask prospective marketing firms about these, they should have answer to all or almost all of them.

Optimizing your landing pages for the keywords you are targeting is extremely important. If you are targeting clients for emergency room malpractice, you want to point them to a page on your site specifically about malpractice law and not your main page. The more specific and relevant you can get the page the better.

Testing testing testing. Very few PPC campaigns are profitable on the first day. You have to test and see what works. You should be making multiple versions of your ads, and multiple groups of ads. The more specific and niche you can get with your ads the better. See which ones perform and which ones do not. Keep the best performers and then test them against more ads.

Analytics are one of, if not the most important factors in PPC marketing. You need to be able to see where you sign ups are coming from. Without analytics, 1000 people could click on an ad from a keyword you were bidding on and you would not know whether anyone signed up or not. Analytics is what let you know which keywords to bid more on, and which to stop bidding on all together.

Keyword research is essential to let you know several things. What your target market is searching for, how much it will cost, and what the commercial intent is of each keyword. You want to go after the people that are in action mode, not research mode. It will save you from expensive clicks from a 15 year old student researching class action lawsuit.

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